Darren Jamieson: On this episode of The Engaging Marketeer, I want to talk about what is probably the biggest complaint about web design agencies—and digital marketing agencies, for that matter.
You see, I’ve been in web design for a very, very, very, very long time. Was that enough “verys”? Maybe I should add another one. A very, very long time. I built my first website back in 1998, which, no matter when you’re listening to this podcast, is a long time ago.
[00:48]
Darren Jamieson: I’ve worked for many agencies across the UK over the years, including in-house roles. Some of you may know that my first proper job in web design was as an in-house web designer for Game—or Electronics Boutique, as it was back then. I’ve worked in various agencies, and many of them have the same sort of setup, the same dynamic.
And here’s what happens when people start a web design agency: There’s usually a guy who likes building websites. He decides he wants to go freelance and start his own agency. Then, he partners up with a mate who also enjoys designing websites. Together, they form an agency.
[01:30]
Darren Jamieson: Now, they might be really good at designing websites, or they might be just okay. But what they aren’t good at is running a business. They struggle with sales, client relations, customer service, and project management—all the things that actually keep a business going. They like doing the work, building websites, writing code, or using whatever tool they prefer. But when it comes to speaking with clients? They haven’t got a clue.
They’ll tell a client, “Oh yeah, we’ll have your website ready by next Thursday,” or “It’ll be done by mid-July,” or whatever they think the client wants to hear. And sure, that’s what the client wants to hear. But what they don’t understand is the basic principle of under-promising and over-delivering.
[02:32]
Darren Jamieson: What most agencies do instead is the opposite: they overpromise and underdeliver. If they know a website will be ready by Tuesday, they tell the client, “It’ll be ready by Tuesday.” And if they hit that target, the client just thinks, “Great, you did what you said.” But if they miss it? The client is furious.
Now, imagine they had said, “Your website will be ready by Friday.” Then, when they deliver it on Tuesday, the client is pleasantly surprised. It’s the same result—just with a much happier client.
[03:29]
Darren Jamieson: But it’s not just about over-promising and under-delivering. The bigger issue is communication. Clients need to know what is happening when it’s happening. Too many agencies work on a project, make changes, and move things forward—but they don’t tell the client.
From the client’s perspective, nothing has happened. They assume the agency isn’t doing anything, even though work is being done. But because the agency doesn’t communicate, the client is left frustrated and wondering if they’re being ignored.
[04:33]
Darren Jamieson: Communication is key. Even if you’re the worst web designer in the world, you can still keep clients happy if you maintain good communication. Just keeping them in the loop—“This is where we’re at,” “This is what I need from you,” “Thanks for sending that through,” “Here’s the next milestone,”—makes all the difference. And if you deliver something ahead of schedule? Even better.
[05:06]
Darren Jamieson: Most clients don’t know a good web design from a bad one. That’s a different rant for another day. I’ve talked about this before, and I’ll probably talk about it again. But the point is, for most clients, the experience matters more than the technical skill of the designer. Customer service, communication, and updates are what really make an impression.
[05:45]
Darren Jamieson: This is why most web design agencies fail. Typically, you have two people with the same skills—both good at designing websites, neither good at handling clients. The business falls apart at that stage.
[06:22]
Darren Jamieson: And here’s the real problem: when a business owner hires a web designer, they don’t actually know if that designer is any good. They don’t know if they’ll communicate well or keep them informed. They just know they need a website. Or rather, they need the result that a website provides—more business, more credibility, more leads.
But when they pay for a website and don’t see those results, what really frustrates them is poor communication. And that’s where everything falls apart.
[06:55]
Darren Jamieson: I’ve had countless conversations with business owners who say, “I had a website built by this company, but now I need something changed, and they won’t answer the phone. They won’t reply to my emails. They say they’ll do something, but it never happens. It’s driving me mad!”
It always comes down to communication. This is why we make sure that every milestone, every step of the design process, is clearly communicated with our clients.
[08:05]
Darren Jamieson: Now, I’m not promoting our business—go use someone else if you like, it doesn’t matter to me. The point is, whatever industry you’re in, communication is everything.
Don’t get caught up in just the deliverables or technical skills. It’s about customer service. Keep your clients informed. Tell them where things are at, what’s happening, and when they can expect updates.
[08:43]
Darren Jamieson: The industry doesn’t matter. I used web design as an example because that’s my industry. But the same principles apply to digital marketing, SEO, and pretty much any business.
So many businesses don’t fail because of a lack of skill. Some of the most talented designers I’ve met have worked at agencies that failed. Why? Because they didn’t communicate properly with their clients.
[09:56]
Darren Jamieson: So, to wrap up, communication is the single most important factor in running a business. Clients can forgive a lot—but they won’t forgive bad communication.
This has been The Engaging Marketeer. I have no idea if this has been helpful, but if it has, leave a comment, give it a rating, subscribe, and share it. And I’ll catch you on the next podcast.
